Building relationships with Bulldozer operators
Display
Advertising
Direct Mail
Market
There are only two brands that compete at the top end of the dozer market in Australia's open cut mines, Caterpillar and Komatsu. Although a total of only eight machines are sold each year, they command seven figure price tags, extensive support services and huge operating costs.
Communication
No contact list is available for dozer operators, who play an important role in the purchasing decision for a large dozer. So direct mail-style brochures were left in the men's lunch rooms. The piece highlighted 3 major benefits of Komatsu dozers and then asked 3 questions regarding these features. Correct answers entitled prospects to enter the draw to win a ticket for themselves and 2 mates to the 2004 NRL Grand Final, to be hosted by the Komatsu sales team.
Results
| Direct Response | 116 |
The market is small, with a total of eight machines sold each year. A total of 116 responses were received for the promotion, with 47 from NSW and 69 from QLD.